This was a very highly produced, technically incredibly competent half hour of television.

It was all designed to get voters comfortable with the idea of Barack Obama in the Oval Office, that he is embedded in the lives of average Americans, and knows exactly what they're going through.

Obama even appeared in a facsimile of the White House Oval Office during the infomercial. Every single line during that 30 minutes was something that the campaign knows works and appeals to those undecided voters.

What you saw here was a highly competent, professional, virtuoso performance. The fact that they could go 28 minutes in and hit live to a campaign rally in Florida and right down to the final Obama Biden logo even showed a rising sun. One of the things the campaign knows is that the most optimistic presidential candidate always wins.

Let's quickly dispense with the silly spin from the McCain campaign and the notion that Senator Obama's infomercial might somehow be overkill or extravagant--there isn't a campaign anywhere that wouldn't want to be able to afford thirty minutes of network time a week before the election to make a final pitch to undecided voters.

And this ad was clearly aimed at those voters still deciding--it effectively interspersed geographically and ethnically diverse tales of middle class hardship, narrated sympathetically by Barack Obama, with specific policy details about how an Obama Administration would address the problems confronting American families. [...]

This ad won't win Senator Obama the election--he was going to win in any case. But it was a highly effective, well-produced and well-executed closing argument. And at a time when the McCain campaign is doing everything it can to knock Senator Obama off his game, it's another example of how and why that task is so difficult.

UPDATE: The New Republic's Jason Zengerle writes that this new Obama campaign web ad packs an even bigger punch: